Today, a company’s online presence is an important part of its overall marketing strategy. From customer emails and social media to website content and chat-based support, a significant part of marketing communications now takes place online. However, this has a major drawback.
Research reveals that customers now spend hundreds of hours each month on digital platforms, often reaching unhealthy levels of digital consumption. For example, the 2019 Sign of the Times survey by Behavior & Attitudes surveyed 1,000 Irish adults to reveal that three out of four people use the internet every day. The number of people who log in to Facebook, WhatsApp, Instagram, Viber and Snapchat has increased.
This is just one example of how digital overload is affecting consumers. So it’s no wonder that users are increasingly interested in initiatives like digital detox that encourage positive tech habits.
Google even has a course for marketers and other professionals looking to learn more about digital wellness. Let’s look at some tips that can help you make this problem the cornerstone of your marketing strategy.
Leverage values-driven content to stand out
One of the main reasons for the overwhelming digital is the large volume of content available. Consumers scroll inattentive or simply tune out in an attempt at digital detox.
This is why brands must strike a balance when designing content. It should make consumers stop and take a closer look at your message. At the same time, they should also feel that the message was worth the time they spent looking at the screen.
Integrate your offline and online channels for awesome experience
A strong offline presence can help maintain brand relevance even as your customers undertake a digital wellness detox. To achieve this, you need a pervasive omnichannel game plan, as well as a heavy focus on offline marketing. Suppose your brand is limited to Instagram only: When a user logs out, their interaction with the brand will decrease at the same time.
It is advisable to build a consistent omnichannel presence with regular, but not too frequent, content shared across all major social and digital platforms. This should then be reinforced with your offline footprint. If a brick-and-mortar store isn’t viable, consider simple techniques like a weekend pop-up, kiosks at a local event, or a television ad.
Reimagine your website from a digital wellbeing perspective
The website is often the first and most important point of contact for a customer looking for your brand. Make sure digital wellness is a brand priority during your visit.
A great way to accomplish this is through a chatbot that explains data privacy laws and how customers can take ownership. Make it easy for them to control their cookie preferences and avoid asking for their consent without an option to set preferences.
Other strategies to mitigate digital saturation on your website could be to reduce the number of ads / pop-ups, ensuring that there is plenty of white space and a page dedicated to videos so the user can choose to navigate to that section or stay away of that.
